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APR focuses on respecting and protecting Scout Brand

3. Oct 2013

Cambodia Scouts, a relatively young national Scout organization, made an impressive hosting of the APR Workshop on Branding and Image Management held on 25-28 September in Siem Reap, Cambodia. National level leaders and young volunteers worked together to host the 25 international participants and staff from 14 countries. Another 23 local participants represented the different provinces of Cambodia. The Vice Governor of Siem Reap Province, H.E. Mr. Bun Tharith, welcomed the participants at the opening ceremony.

The workshop tackled topics on branding with emphasis on the WOSM Brand, licensing, and protection. This was reinforced by a topic on building a brand through merchandize making use of the World Scout Shop as a model. Scouting values were aligned with the concept of brand values and a clarification was made on image management vis-à-vis the image of the movement. For the benefit of the local participants, Mr Suon Vichea, Chief of Office of Intellectual Property at the Ministry of Commerce, explained trademarks and intellectual property in Cambodian context. The workshop integrated Scouting image and the new media, and concluded with a future of branding while linking it to the present and the past.

Educational visits were arranged at the Bayon Temple and the world heritage site, Angkor Wat temple, ending the day with a magnificent theatrical show ‘Smile of Angkor’.

Regional Director JR C Pangilinan said “we hold this event here in Siem Reap just a kilometer away from the famous Angkor Wat. What makes it very important and relevant to us is the brand of Angkor Wat as a national icon, its image as a historic temple and its protection as a heritage site! So in Scouting, we need to work together to keep the good image of the Scout Movement, respect our brand and protect it by all means”.

A number of local and international leaders contributed to the success of the workshop, starting with Cambodia Scouts Secretary General Mr Lak Sam Ath as workshop director, Chief Commissioner Phan Sokim, International Commissioner Tuon Siphann, Deputy International Commissioner Em Piseth, and the active involvement of young Cambodian adult leaders. Credit is given to international resource persons from the APR Scouting Profile Sub-Committee: Mr Richard Miller, Mr Brata Hardjosubroto, Mr Chan Ah Sang, Mr Lai Kwok Chin, Mr Jimmy Ang, and Mr Akihiko Kondo. Appreciation is given to the major contributions of Mr Ray Saunders of the World Scout Bureau and Mr Dave Ross from the World Scout Shop who gave a global input on branding. Ms Luz Taray of APR office fully coordinated the planning and management of the event.

Mr Ho Vichit, Vice President of Cambodia Scouts, concluded the workshop with a positive note and participants cited the usefulness and relevance of branding and protection to National Scout Organizations.